Long gone are the days when a successful local website required a catchy domain, branding, and visually appealing design. If you build a captivating, professional-looking site and publish content, what good is it if nobody in your local area sees it?
While reviews and word of mouth undoubtedly travel fast, the digital era we live in today means that businesses in Kent need to establish a robust online presence to capture the interests and attention of their local community. Customers regularly turn to search engines to find products, services and information, and with Google now making that experience even more immersive, standing out in the competitive market of search is vital.
This means that Kent business owners must make smart decisions about their websites. Not only should it work, but it needs to be tailored and optimised for your target audience in your local area. Consider the following valuable tips to help you ensure your Kent website succeeds in the complex and evolving search landscape of today.
Understand your target audience
Think carefully about your ideal type of local customer. Be prepared to ask yourself difficult questions about your local target audience. Who are they? What are their demographics, interests, and pain points?
Valuable market research to uncover insights into your local target audience’s preferences, behaviours, and online habits will be vital. Use this knowledge to tailor your website and content marketing strategy for maximum visibility and, more importantly, to help your brand and messaging resonate with your audience.
Optimise for search engines
If you want your website to be found through local searches, it’s crucial to ensure it’s well-optimised for potential customers to find you when searching Google for a product or asking a question. Search engine optimisation (SEO) is crucial for attracting and retaining loyal customers and cultivating a strong reputation in your community.
SEO is pivotal to your local business activities. The following key ingredients will combine to make a solid local SEO strategy:
- Keyword research: Identify the keywords and phrases that your target audience is using to search for products or services like yours.
- On-page optimisation: Incorporate relevant keywords into your website’s headings, page titles, URLs, meta descriptions, and calls-to-action (CTAs).
- Mobile-friendly design: Ensure your website is optimised and responsive for mobile devices (which is where most search traffic lies nowadays).
- Optimised GBP (Google Business Profile): Create a verified GBP with up-to-date, accurate business information about your brick-and-mortar store(s), which can earn you a coveted spot in the ‘Local Pack’ on a SERP.
- Geo-pages: Create dedicated pages on your website to incorporate location-specific searches and questions, marrying it with your services or products.
- Link building: Dedicate time to earning reputable links and citations in local business directories and reputable online resources through guest posting.
- Website UX: A user-friendly website is vital for keeping visitors engaged and encouraging them to complete desired CTAs (i.e. making a purchase or filling in a contact form).
- Site navigation and speed: Optimise your site for easy navigation and fast loading as unresponsive or slow pages can trigger high bounce rates.
For many business owners, SEO seems complex, time-consuming, and technical, especially as Google is known for ‘moving the goalposts’ regularly. However, with the right agency partner overseeing your site, you can focus on what matters – running your business – and see your local presence improve exponentially.
Create engaging and valuable content
Content is key when it comes to website success, especially nowadays. Regularly publishing high-quality, relevant, and engaging content can help attract and retain local visitors while also boosting your search engine rankings.
Share blog posts with industry insights, tips, and advice that provide value to your target audience, satisfying those who crave information and answers (i.e. use your keyword research to pinpoint blog topics). Break up chunks of text with eye-catching infographics, photos and videos to engage your audience in easily digestible and immersive ways.
Share blogs and updates on your social media channels to draw external interest from your local community and earn valuable click-throughs to your site.
The tips above have been provided by Artemis Marketing, an experienced SEO and digital marketing agency celebrating its 20th year in business this year. With proven experience helping local and regional businesses in this area and beyond achieve tangible online success, it’s fair to say they know how to make your website stand out for local search.
If you’re ready to take your Kent website to new heights, contact Artemis today for a free consultation and discover how a tailored local SEO strategy can drive growth for your business in the Kent area.